Personalization across channels and by touch point, is an imperative for the organization that has made a commitment to provide a personalized experience for their customer, i.e., true one-to-one marketing. At least that’s been the line of thought for the past 7-to-8 years or so. Seemingly flying in the face of this axiom, was a report published late last year by Gartner which stated, “80% of Marketers Will Abandon Personalization Efforts by 2025 due to lack of ROI, the perils of customer data management or both In fact, 27% of marketers believe data is the key obstacle to personalization — revealing their weaknesses in data collection, integration and protection.”
